Alila Napa Valley
THE NEXT CHAPTER FOR A STORIED WINE-COUNTRY ESCAPE
THE ASK
Develop and execute a marketing strategy for transitioning Las Alcobas—the successful independent, iconic resort—to Alila Napa Valley, creating fresh positioning and a go-to-market plan incorporating a wide variety of tactics.
Alila Napa Valley
THE Work
We introduced Alila’s first Napa property to both internal and external audiences—first creating a brand book to ensure positioning and visual standards were in alignment with Alila’s overall style guidelines and mapping out a marketing plan as well.
From there, we began crafting external-facing materials, including industry pieces such as fact sheets and sales presentations, along with sales brochures, email campaigns, advertising, and other collateral for leisure, group, and consortia audiences.
All our marketing efforts reinforce the message that the rich experiences at Alila Napa Valley extend beyond what’s in your glass—because in addition to its prime location in the heart of wine country, adjacent to historic Beringer Vineyards, the resort also features a variety of unique amenities and touches that blend traditional and modern Napa. Acacia House is a destination restaurant helmed by Top Chef Masters winner Chris Cosentino, Spa Alila offers artisanal treatments that draw upon local healing botanicals, and a Victorian-style farmhouse offers both charm and effortless luxury.
THE RESULT
Since our work began, Alila Napa Valley’s audience engagement soared. Its Instagram channel garnered an 8.8 percent monthly growth rate and 2.5 percent average per-post engagement rate, far exceeding the industry benchmark of 1.8 percent. The channel accounted for 20 percent referral traffic to the resort website for remarketing efforts. We successfully raised awareness around the transition, and created a marketing plan to for the resort’s team to execute through 2022 and beyond.
